BAE systems Account-based demand drove 613% ROI for BAE Systems

Intelligent segmentation, targeting and tech platform orchestration generated target-beating pipeline in a previously underpenetrated sector.

200%

above industry average click-through rate

613%

ROI based on pipeline generated

The challenge

BAE Systems is the largest defence contractor in Europe but is less known for its work in cybersecurity. We needed to help increase brand awareness in this sector and generate pipeline.

With a vast target audience for this proposition, spanning the UK and US; we needed to carefully orchestrate multiple tools and platforms.

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The strategy

We identified buying team segments and repurposed content to fuel targeted content syndication, account-based display advertising, retargeting and telephone outreach.

Content syndication was run through 23 media partners, with supporting brand-level messaging deployed through account-based and segment-based programmatic display advertising.

Data was consolidated from seven different tech platforms, including intent, paid social, email, programmatic and engagement results; providing a single source of the truth for the marketing and sales teams. Leads were qualified and nurtured by our in-house telephone outreach team, supported by an online retargeting campaign.

The results

613%

return on investment

200%

above industry average CTR

4,206

companies engaged

2.9M

impressions

The team quickly understood our requirement to reach specific buying groups across a combination of sectors, company sizes and geographies. They helped us build a Demand Generation Center that utilized programmatic advertising, social advertising, intent data, re-marketing, email and telemarketing. The coordination of these channels and the appropriate message by audience significantly improved our lead generation.

Amy Perez
Global Marketing Director, BAE Systems Applied Intelligence

Key deliverables

  • Content audit and refresh

    Existing content audited, refreshed and mapped to stakeholders within the buying unit

  • Digital orchestration

    Orchestration of Mediamath demand side programmatic platform, TechTarget for intent data, Marketo for scoring and nurturing, Demandbase to monitor engagement, Google Data Studio for campaign analytics, Salesforce CRM, and Argus to identify marketing qualified accounts

  • Telephone outreach

    Outbound calling to qualify and nurture leads